Email Sequences Skill

Overview

Email Sequences are automated emails sent over time with a specific purpose. This skill teaches you to create sequences that convert.

Keywords: email sequences, email automation, email marketing, welcome sequence, nurture sequence, sales sequence, launch sequence

Core Methodology

There are 4 main types of email sequences:

Welcome Sequence — Sent immediately after subscription (3-5 emails over 7 days)
Nurture Sequence — Sent regularly to engaged subscribers (ongoing)
Conversion Sequence — Sent when you have a specific offer (5-7 emails over 2 weeks)
Launch Sequence — Sent when launching something new (7-10 emails over 3 weeks)

Each email in a sequence should stand alone AND work together as a journey.

Sequence 1: Welcome Sequence

Purpose: Set expectations, build trust, deliver on lead magnet promise

Timing: Days 1, 2, 4, 6, 7

Email 1 (Day 1): Welcome + Lead Magnet Delivery

Welcome them warmly
Deliver the lead magnet
Set expectations for future emails

Email 2 (Day 2): Value + Story

Share a story or insight
Provide actionable value
Build connection

Email 3 (Day 4): Social Proof + Case Study

Share a customer success story
Show proof your approach works
Build credibility

Email 4 (Day 6): Soft Offer

Introduce your main offer
Explain the benefit
No pressure

Email 5 (Day 7): Engagement Check

Ask for feedback
Invite replies
Build relationship

Sequence 2: Nurture Sequence

Purpose: Provide value, stay top-of-mind, build relationship

Timing: One email per week (ongoing)

Pattern: Alternate between value-focused and soft-offer emails

Week 1: Story + Lesson
Week 2: Framework or Tool
Week 3: Case Study or Social Proof
Week 4: Soft Offer
Week 5: Question or Engagement
Week 6: Repeat

Sequence 3: Conversion Sequence

Purpose: Persuade someone to buy your offer

Timing: Days 1, 3, 5, 7, 10, 12, 14

Email 1 (Day 1): Problem + Curiosity

Identify the problem
Create curiosity about the solution

Email 2 (Day 3): Mechanism/Insight

Explain your unique approach
Show why common approaches don't work

Email 3 (Day 5): Your Solution

Present your offer
Explain specific benefits
Include CTA

Email 4 (Day 7): Social Proof

Share customer testimonials
Show proof it works

Email 5 (Day 10): Objection Handling

Address common concerns
Answer frequently asked questions

Email 6 (Day 12): Urgency/Scarcity

Create urgency without being pushy
Limited spots, deadline, price increase

Email 7 (Day 14): Final Call

Last chance messaging
Strong CTA
Clear deadline

Sequence 4: Launch Sequence

Purpose: Create buzz and drive sales for a new offer

Timing: Days 1, 3, 5, 7, 10, 14, 17

Email 1 (Day 1): Announcement + Curiosity

Announce something new is coming
Build anticipation

Email 2 (Day 3): Problem + Mechanism

Explain why you created this
Show your unique approach

Email 3 (Day 5): Full Reveal + Benefits

Reveal the offer
List specific benefits
Early pricing

Email 4 (Day 7): Social Proof

Share early customer feedback
Build credibility

Email 5 (Day 10): Objection Handling

Address common concerns

Email 6 (Day 14): Urgency

Limited spots or time remaining
Price increasing soon

Email 7 (Day 17): Final Call

Last chance
Strong CTA

Email Components

Subject Line

Your subject line determines if they open.

Formulas:

Curiosity: "The one thing [type] gets wrong about [topic]"
Specificity: "How I [result] in [timeframe]"
Benefit: "[Benefit] without [drawback]"
Question: "Are you [situation]?"
Urgency: "[Deadline] to [action]"

Preview Text

The first 40-50 characters of your email. Make it count.

Opening

Start with their name and something personal.

Formula: "[Name] + [Personal observation]"

Hook

First few sentences must make them want to keep reading.

Types:

Story: "Last Tuesday, I was..."
Question: "Are you struggling with...?"
Curiosity: "I discovered something this week..."

Body

Provide value or make your case.

For Value: Share a lesson, story, framework, or answer

For Sales: Explain problem, show your solution, address objections

Call-to-Action

End with a clear, specific action.

Formulas:

Simple: "Click here to [action]"
Benefit: "Get [benefit] now"
Curiosity: "See how this works"
Low-friction: "Reply and let me know"

Signature

End with your name and a personal touch.

Formula: "[Name] + [P.S. with relevant insight]"

How to Use This Skill

Choose Your Sequence Type — Welcome, nurture, conversion, or launch?
Map Out Your Sequence — Create a simple outline
Write Your Emails — Use the formulas and structures above
Set Up Automation — Configure timing in your email platform
Test — Send test emails to yourself
Launch — Activate the sequence
Monitor — Track open rates, click rates, conversions

Integration with Other Skills

Email Sequences works with:

Brand Voice — Your voice makes emails personal
Direct Response Copy — Your copy structure applies to emails
Lead Magnet — Your welcome sequence delivers on the promise
Newsletter — Your newsletter feeds your nurture sequence

Common Pitfalls

Too Salesy — People unsubscribe from all-sales sequences.
Too Long — Keep emails to 100-200 words.
No Clear CTA — Make it obvious what you want them to do.
Ignoring Objections — Address the main thing stopping them.
Wrong Timing — Space emails so they don't feel overwhelming.

Next Steps

Once you've created your email sequences, move to Skill 09: Content Atomizer to repurpose your content across platforms.

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